E.l.f. Cosmetics has once again partnered with pop star Meghan Trainor for a creative and purpose-driven campaign that balances entertainment with social change. This collaboration, which marks the third time the brand has teamed up with Trainor, is tied to the launch of the limited-edition complexion bundle, Cloud Skin. The campaign also aligns with the tenth anniversary and re-release of Trainor’s album “Title.”
E.l.f. Air Campaign with a Twist
In the new campaign, Trainor plays the role of the first captain of E.l.f. Air, a nod to the fact that over 90% of pilots globally are men, according to Civil Aviation Authority data. This unique concept continues the brand’s focus on gender equality, a key theme in its marketing, despite broader industry pullbacks on diversity, equity, and inclusion efforts.
Patrick O’Keefe, E.l.f.’s Chief Integrated Marketing Officer, shared that the brand isn’t just seeking high-profile names for campaigns but is instead looking for collaborators who align with its values and sense of humor. “It’s about co-creating something authentic that resonates with both the talent and the brand,” O’Keefe said. The campaign’s creative direction was handled by Shadow, E.l.f.'s long-term marketing and communications agency.
Purposeful Marketing with Humor and Creativity
E.l.f. is committed to creating campaigns that are not just product-focused but also designed to entertain, engage, and make a positive impact. O’Keefe highlighted that humor and creativity are essential to the brand’s ethos, alongside its commitment to challenging norms and promoting change in a fun, approachable manner.
Capitalizing on TikTok Trends
The Cloud Skin complexion bundle, featured prominently in the new campaign, was developed after recognizing a growing interest in soft matte makeup, with global hashtag views for the trend increasing by 168% year-over-year on TikTok, according to Spate data. As one of TikTok’s early brand adopters, E.l.f. has built a strong presence on the platform and credits its TikTok community for fueling the brand’s success.
“The community drives us, not through any one platform but across all touchpoints,” O’Keefe added, noting that the brand’s success on TikTok has been central to its ongoing engagement with consumers. The campaign will be featured on Trainor’s social channels, as well as E.l.f.'s Instagram, TikTok, and YouTube pages.
Real-World Integration with Uber Ads
E.l.f. is taking its creativity a step further by integrating its campaign into real-world contexts. In partnership with Uber, the Cloud Skin campaign will appear in targeted ads for U.S. and U.K. consumers booking rides to the airport from January 28 to February 28. This is part of E.l.f.’s broader strategy to tie digital content to tangible consumer experiences, following its previous collaborations, such as an in-app partnership with The Weather Channel.
Marketing with Impact
In its most recent earnings report, E.l.f. reported a 40% net sales growth for the second quarter of fiscal year 2025, attributing much of the success to marketing efforts that have generated ROI above expectations and increased unaided brand awareness. E.l.f. will announce its fiscal Q3 results